subject: Never Say Demo: 3 Tips For Sales Demos [print this page] New Scenery sells a lot of softwareNew Scenery sells a lot of software. In a typical year, each of our project managers learns 15 new products. Part of that learning is observing the existing sales presentation, or The Demo. Today's Three Tips tell you what you must include in your demo, what you never want to do, and the secret numbers for a demo that makes sales.
1) A powerful demo presentation must include one feature that is attractive to your prospect. While it's nice to have lots of features, it's even better to choose three and focus on one of those as your prospect indicates.
It's hard to believe, after all you've put into making your product all that it can be, but in truth most prospects care a bit less than you do about your product.
So pick three, emphasize one, and let your prospect tell you s/he wants to know more.
2) If it's a live-fire exercise, using the client's data or content--it's not a demo. It's a sample of work.
Some products present best filled with data, and for those who sell them a sample of work can be a turn-key tool that allows you to make sales quickly.
But unless the value proposition of your product relies on how quickly or simply you can turn the customer's data into information, you should be using a demo that takes 15 minutes to show your best feature. (What's the best feature? See Tip #1--it's the feature this prospect cares about.)
3) The secret ratio behind demos that leave the customer wanting more and feeling good about you is simple: 5-17-5.
A successful demo will devote 5 minutes to getting to know the prospect: Title, responsibilities, role in the purchase.
Then spend 17 minutes, including the predictable questions, talking about your product and how it's going to change the prospect's work life.
Finally, 5 minutes for transition into the next stage of the sale. Whether you close to a handoff to sales engineering or to a statement of work, use these last minutes to set expectations and timelines.
If you're wondering why we leave that 3 minutes at the end, it's simple. If your prospect is late, you need some room so you don't sound like an auctioneer during your presentation. If your prospect is on time, though, you get to be the only person who has ever left him the time to get a cup of coffee at the end of a demo. Thus making you a special, outstanding presenter!
There's a lot to learn about design and delivery of an effective product demo. If you'd like us to help, we can do that. Call for a fixed price bid on a Demo Makeover.
